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This case shows how Dove transformed from a small, declining player in a large market into a leading shower gel brand. Dove got under the skin of Chinese women to produce a campaign that went against the grain of communications norms. Through the proposition that Dove’s new shower gel nourished skin better than bathing in milk, it repositioned the brand for women who wanted ‘healthy, wholesome protection’ for their beauty. The campaign propelled market share from 2.1% to 8.8% in 16 months, delivering incremental sales of £25.5 million and a ROMI of 1:1.5.

Judge's Comments:

An impressive campaign that saw a declining player in a highly fragmented market rise to a leading brand. Dove adopted a very interesting strategic solution that was rooted in a real understanding of the needs of Chinese women.